Vorster, L., Kipnis, E. orcid.org/0000-0002-7976-0787, Bebek, G. et al. (1 more author) (2020) Brokering intercultural relations in the rainbow nation: introducing intercultural marketing. Journal of Macromarketing, 40 (1). pp. 51-72. ISSN 0276-1467
Abstract
This paper considers the role of marketing in building intercultural relations in superdiverse, post-colonial societies, using post-apartheid South Africa as a case study. Drawing on neo-institutional theory, we analyze South African advertising campaigns to determine how marketing brokers intercultural relations by legitimizing social meanings conveyed through nation-building ideologies and consumers’ lived experiences. We examine whether marketing outputs align with stages of Rainbow Nation-building strategies and types of consumers’ lived experiences of South Africa’s superdiversity. We then derive a conceptualization of intercultural marketing, which we characterize as an approach focused on brokering meanings of convivial intercultural engagement and collective development of societal welfare goals. We contribute to macromarketing theory, directing attention to the important brokering role marketing has, in bridging conceptions of reconciliatory social development held by public policy makers and by societies’ populations. By conceptualizing intercultural marketing, its goals and tools, we contribute to multiculturally-sensitive marketing research and practice advancement.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2019 The Author(s). This is an author-produced version of a paper subsequently published in Journal of Macromarketing. Uploaded in accordance with the publisher's self-archiving policy. Article available under the terms of the CC-BY-NC-ND licence (https://creativecommons.org/licenses/by-nc-nd/4.0/). |
Keywords: | intercultural marketing; multicultural marketplaces; neo-institutional theory; postcolonial societies; intercultural relations; conviviality |
Dates: |
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Institution: | The University of Sheffield |
Academic Units: | The University of Sheffield > Faculty of Social Sciences (Sheffield) > Management School (Sheffield) |
Depositing User: | Symplectic Sheffield |
Date Deposited: | 14 Aug 2019 11:51 |
Last Modified: | 12 May 2021 17:26 |
Status: | Published |
Publisher: | SAGE Publications |
Refereed: | Yes |
Identification Number: | 10.1177/0276146719875189 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:149714 |
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Licence: CC-BY-NC-ND 4.0